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Marketing Manager - Tea

The Coca-Cola Company

  • Location: Quarry Bay, Hong Kong, Hong Kong - HKG
  • Post Date: 3/1/2019
  • Job Type: FULL TIME
  • Post End Date: April 14 - 2019
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Job ID: R-24454

Position Overview:

As the brand owner, consistently manage a portfolio of Tea brands to grow the company's volume and share position in this category and consistently build the brand and drive premium values for the system, manage the portfolio of key brands in this category so as to deliver the company's category volume, share and profit objectives, develop comprehensive understanding of each brands consumer base, their attitudes and behaviors so as to formulate the appropriate integrated consumer marketing and communication programs which will enhance brand imagery and deliver the appropriate changes in consumer attitudes and consumption behavior towards each brand, and have a strong grip of key operational drivers for the brands/category and brands performance across these drivers so as to influence the bottler to address any issues and opportunities which is impacting the respective brands overall performance.

Function Specific Activities:

  • Build TEA portfolio and set the ATH and Fuze Tea business to sustainable growth path. Lead the TEA brand team to develop brand plans which are effective in delivering the volume, NSR, profit and share objectives as well as building brand equity within a specific period of time. Play a key role in working with bottlers to drive business growth and alignment of business strategies.
  • Identify relevant market and consumer insights on TEA categories and turns those insights into opportunities to satisfy the need of consumers
  • Identify, quantify and prioritize growth opportunities for the new brands, products, packages and equipment following the Innovation Gate process to deliver financial objectives for sustainable and profitable system growth
  • Across TEA brands lead the advertising agency to think strategically and focus on developing world class and breakthrough Integrated Marketing Campaign which truly leverages on superior consumer insights. Develop network within the marketing community to effectively import and export best practices
  • Ensure brand campaigns are integrated and translated into trade programs which drive business results across channels.
  • Build sound relationship with bottlers and alignment to ensure effective formulation of brand strategy.
  • Manage connection agency to drive productivity improvement.
  • Provides leadership to the TEA brand team and continuous coaching to direct report so as to build their capabilities. Continuously review their performance through the setting of measurable performance objectives and evaluating their performance against these objectives. Coaching with feedback and identifying training (on-the-job / classroom) where necessary to develop team's capability.
  • Assist Marketing Director in building marketing capability of the Team


  • 10+ years of marketing experience in multinational FMCG companies
  • Bachelor degree or above, preferably in Marketing or related field
  • Excellent written and oral English & Chinese skills

Job Requirements:

Years of Experience:

Growth Behaviors:

  • GROWTH MINDSET: Demonstrates curiosity. Welcomes failure as a learning opportunity.
  • SMART RISK: Makes bold decisions/recommendations.
  • EXTERNALLY FOCUSED: Understands the upstream and downstream implications of his/her work. Tracks and shares external trends, best practices or ideas.
  • PERFORMANCE DRIVEN AND ACCOUNTABLE: Has high performance standards. Outperforms her/his peers.
  • FAST/AGILE: Removes barriers to move faster. Experiments and adapts. Thrives under pressure and fast pace.
  • EMPOWERED: Brings solutions instead of problems. Challenges the status quo. Has the courage to take an unpopular stance.

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